Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Rtds/High-Strength Premixes in Serbia

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Executive Summary

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PROSPECTS

On-trade channel sees the fastest volume growth in 2017

The on-trade channel continued to see the fastest volume sales growth in 2017, although it lagged far behind the off-trade channel in actual sales terms. There was an improved offer of RTDs/high-strength premixes in the on-trade channel.

Wine-based RTDs loses volume share, but remains the leader

Wine-based RTDs continued to dominate total volume sales in 2017, although it ceded some ground to spirit-based RTDs and high-strength premixes over the review period. The dominance of wine-based RTDs is based on the high recognition and popularity of the leading brand Di Luna Sangria (Vinoprodukt-Coka).

Premiumisation leads to notable unit price increases

The average total current value unit price of RTDs/high-strength premixes increased significantly above the rate of inflation in 2017. Unit price growth was mainly informed by the premiumisation trend, which saw much more expensive types, high-strength premixes and spirit-based RTDs, record faster total volume sales growth than wine-based RTDS.

COMPETITIVE LANDSCAPE

Diageo makes gains

Among the top five players, Diageo registered the fastest growth in total volume sales in 2017. The company improved the distribution of Smirnoff Ice and Smirnoff Ice Double Black throughout the country, especially in 2017.

Absence of private label and new product launches in 2017

No private label lines were observed in RTDs/high-strength premixes in Serbia in 2017. Large retailers have shown no interest in launching private label products in this relatively small category.

Rubin uses packaging to popularise Špricer

The domestic player Rubin launched Špricer, a mix of white wine or rosé with sparkling water, in 2012. The brand was expected to enjoy success in wine-based RTDs, but this was not the case.

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